The trend towards the “ home office ” is clear: Home office concept has increased by 400% in online searches
The confinement forced the Spaniards to stay inside their residences, leaving only for justified tasks. Those who were able to access teleworking solutions took advantage of this modality to continue their professional work. While teleworking is less established in Spain than in other European countries – according to Eurostat statistics, in the Netherlands 14% of employees work from home, against 4.3% in Spain – its adoption by some of all companies that have been able to integrate it have been essential in curbing the spread of COVID-19.
According to the latest analysis from SEMrush, a leading software as a service (SaaS) platform in online visibility management and content marketing, terms associated with the concept of “home office” have increased 400% from January 2019 to August 2020, something that has caught the attention of big brands that offer items, both for the office and for the home and garden, looking to attract users to their sites to improve their sales cycle.
With the recent approval and application of the new teleworking law, companies are already obliged to provide workers with the means, equipment and tools necessary for the development of remote working. The enormous impetus that teleworking in our country has seen allows us to understand the relationship between this new circumstance and the massive growth of searches on Google for terms, objects and articles to transport the environment from the office to the home. House.
Fernando Angulo, SEMrush communications manager explains it this way; “It’s no coincidence the huge increase in Google searches that the Spanish have generated over the last 8 months when it comes to materials, concepts and office supplies to bring them into the home environment. Teleworking has helped to maintain many jobs, but Spaniards want in their “home offices” the same type of comfort that they have in their work in the business environment, hence the most common terms and concepts. research interests coincide with those that can make their work at home more comfortable, such as desks, laptop stands or footrests ”.
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Angle adds; “The huge increase in searches for some articles can be seen clearly when you compare – for example – the number of searches for the concept ‘home office’ in August 2019, which had 880 searches on average per month, compared to 2,400 on average in August 2020. Something similar is happening with the search for “offices.” Requests to Google for the term increased by almost 123% from January 2019 to August 2020 with an average monthly signup of 29805. We observe that the number of visits goes from around 30,000 searches in January 2019 to nearly 50,000 per month in August 2020 ”.
The SEMrush analysis also shows that Spaniards are not just looking for the comforts of their home to suit the needs of remote working. They are also looking to improve their stress levels and to occupy their free time. Thus, the analysis reveals that the number of search records for terms such as “hammocks” has increased, which saw an increase of 400% between January 2019 and August 2020, followed closely by the search for “minimalist garden. “, Which has grown by almost 240%, or” vertical garden “which has increased the number of search records over the past eight months by almost 235%.
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Thanks to its Advertising Toolkit, SEMrush was also able to reveal that investment in Google Ads by the main companies providing this type of product increased by 87% in 2020 compared to 2019.
The SEMrush study also reveals, thanks to its tool Traffic Analytics, which brands experienced the strongest growth online last year and the result shows that in the top 10, Leroymerlin.es grew by 332.36% in number visits to its corporate site in 2020 compared to 2019, being the brand that made the most progress in 2020, closely followed by sitemade.com, which increased by 312.39%, and manomano.es, which saw how your traffic increased by 282.72% in 2020 compared to 2019.
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Fernando Angulo, SEMrush communications manager, points out; “In a more competitive environment, the sector’s keyword bid has increased, where the average has increased year over year over the same period, allowing brands to reach more Internet users and to attract them. to their sites to improve their sales cycle ”.